MBM Final project

How do you make millennial shoppers aware of MBM jams and make them try one of them?

That’s my Jam!

1

one background……...…………………………………………….……………3

two methodology………………………………………………….…………….4

three recommendations…………………………………………….……………5

four about the author………………………………………………………….. 7

five appendix……………………………………….……………………………8


zero.table of content 2


one.background 3

Mavis Linneman-Clark, founder and owner of Made by Mavis, was trained by the #1 culinary arts school in the country, Kendall College in Chicago. After graduating from culinary school, Mavis began traveling as much as she could, visiting five continents, and even taking cooking classes in Umbria, Italy. She used inspirations gained through her worldly travels and culinary experience to create her custom line of artisan jams created in small batches in French copper pots.

Made by Mavis’ major competitive advantages are the strong local presence, locally owned and operated, and original flavors with multiple uses.

MBM’s major weaknesses are the small kitchen with limited product capacity, and the low awareness coupled with difficulty finding the product in retail stores (20 min on average).

MBM’s biggest opportunities are the growing demand for organic made products, and Millennials’ need for variety (line expansion).

MBM’s biggest threats are MBM jams/jellies are 2 to 3 times more expensive than it’s competition and Millennials prefer shopping in Target and other mass merchandisers.


two.methodology 4

To solve the problem for Made by Mavis:

• Conducted secondary data research of MBM’s owned media sites, social media sites, and used a generational analysis developed by Stefanie Kozlowski in MKT 392

• Experience survey for MBM founder and owner Mavis Linneman-Clark

• Experience survey for 3 shoppers in Kroger in Newport, KY

• Observations of 20 shoppers in Kroger between the hours of 5 and 6 pm on October 30, 2015


three.recommendations 5

After conducting secondary data research, experience interviews, observations, and analyzing the data, I am able to make the following recommendations for MBM to solve their problem of “How do you make millennial shoppers aware of MBM jams and make them try one of them?”

• Set up free samples of MBM jams at the end of the Beer isle in Kroger in Newport, KY nearest the checkout lanes

• Suggest pairings for each flavor sampled

• Sign them up for email promotions

• Urge them visit the website for more flavors and to follow on social media


three.recommendations 6

• Try flavors such as Pomegranate-Pinot Noir Jelly• Paired with red wine

• Cherry Bomb Jam• Paired with cream cheese and crackers

• Bourbon Barrel Stout syrup• To make a Manhattan or eat with cheese

For the first suggestion: Set up free samples of MBM jams at the end of the Beer isle in Kroger in Newport, KY nearest the checkout lanes.


four.about the author 7

Rocky WorleySenior Sports Business and Marketing MajorHaile/US Bank College of Business, Northern Kentucky [email protected] | 859-868-9999 https://www.linkedin.com/rocky-worley

“I try to use the maturity and leadership I learned in the Marine Corps to lead my student organization, the Sports Business Club at Northern Kentucky University, in a positive direction, and develop my skills to be successful in the sports and marketing environments in Cincinnati.”

mailto:[email protected]

https://www.linkedin.com/rocky-worley


five.appendix 8

a table 1. SWOT analysis summary………………………………………….………………………9

b table 2. experience survey (client)…………………………………………..………………….11

c table 3. experience survey (target customers)……………..…………………...…………12

d table 4. observations (raw data)……………………………………….......…….................…..13

e figure 1. observations (findings)……………………………………………………...………....14

f reference list………………………………………………………………………………..……………15


five.appendix a 9

table 1a. SWOT analysis summary - internal analysis

Marketing research objective: Conduct secondary data research to identify Made by Mavis’ major strengths and weaknesses.

Strengths Weaknesses1. Place: Strong local presence, attends and caters many local

events, appears on local news and TV (FOX News) stories,

including Martha Stewart (2015 American Made nominee1

2. Product: Locally owned, operated, hand-crafted (old-fashioned way, in French copper jam pot) products with good reviews(and

loyal customers), and catchy logo and jar shape1,4

3. Product: 18 unique, different, exotic flavors with limited time,

seasonal jams1

4. Product: Made with the finest ingredients and organic spices,

made with local produce and spices, looks transparent1

5. Place: Website suggests what to eat each jam with1

6. Place: Can be used as a great gift, pre-made giftboxes1

7. Product: Jam club, quarterly Jam Box, “Jam with Us” offers

canning classes1

8. Product: Chef Mavis attended the #1 culinary arts school in Chicago, creative chef with endless number of ideas, proud of

her products, and “tweeting” about jamming2

9. Price: 100% increase in sales over past 4 years5

10. Product: Makes all jams in house5

1. Place: Market only expands a little over tri-state area1

2. Product: Small kitchen size, limited production capacity5

3. Place: Difficult to locate in retail stores (20 min. on average),

located near frozen goods, small shelf space, small serving size4

4. Product: Limited availability (some Kroger stores, Whole

Foods, Jungle Jim’s)1,4

5. Price: High product prices compared to competition, small number of flavors available in stores1,4

6. Product: Low product awareness, no advertising, limited financial resource3,5

7. Place: Small social media presence (264 likes on Facebook, 40 on Instagram, 1,875 on Twitter), more on The Delish Dish on

media than MBM3

8. Place: Little interaction with customers on social media, only two customer reviews, social media “about us” between 3rd and 1st person, confusing, Instagram does not look as a company

account, no hashtags1,3

9. Place: Outdated website with broken links, no tutorials, and not

so personable and friendly company/employeeimages1,3

10. Place: Jam Club is expensive (high barrier to entry)1,5

Bottom Line: MBM key competitive advantages are the strong local presence, locally owned and operated, and original flavors with multiple uses.

Bottom Line: MBM biggest weaknesses are the small kitchen with limited product capacity, and the low awareness coupled with difficulty finding the product in retail stores (20 min on average)

Methodology: Students in MKT 392 were asked to conduct a quick SWOT analysis of Made by Mavis using (1) Made by Mavis owned website, (2) The Delish Dish owned website, (3) earned media (Facebook, Twitter, YouTube, Instagram), (4) information obtained from their in-store observations (i.e., Kroger in Newport), and (5) secondary data obtained during their Chipotle report (5) They completed the task to be ready for an experience survey with the founder and owner of Made by Mavis.


five.appendix b 10

table 1a. SWOT analysis summary - internal analysis

Marketing research objective: Conduct secondary data research to identify Made by Mavis’ major strengths and weaknesses.

Opportunities Threats1. Target Market: Millennials interest in artisan, hand-crafted,

unique, local products5

2. Suppliers: Growing demand for organic made products5

3. Distributors: Buy 5 get one free coupon, gift personalization, receipt blog, jelly and jam that can be combined with any kind

of food, need for unique gift ideas for any occasion5

4. Target Market: Millennials’ need

for variety (line expansion)5

5. Environment: Word of mouth marketing/advertising,

interest of local news in local development5

6. Environment: Popularity of “eat local” movement, food

classes, and local festivals1

7. Social Media: Successful social media campaigns by other

companies5

8. Economy: Popularity of Amazon and Kroger and its Natural

Market section5

9. Target Market: Millennials’ loyalty to quality brands5

10. Suppliers: Pressure on farmers to raise quality products5

1. Strong, less expensive competition in Kroger, Whole Foods

stores and elsewhere4,5

2. Suppliers: Limited availability of local produce and spices used in seasonal jams, raw material prices, dependence on

local produce5

3. Economy: Pricey jelly options can be scary to consumers, especially given the large number of substitutes and the fact

that MBM is 2 to 3 times more expensive5

4. Society: Kroger places MBM products with other similar,

local products that are less expensive4,5

5. Environment: Jams/jellies are not in the top 16 on grocery

goods, not an everyday product5

6. Economy: Trend towards fresh ingredients vs. packaged5

7. Millennials prefer shopping in Target and other mass

merchandisers5

8. Target Market: Millennials’ health consciousness (avoid high

sugar products)5

9. Economy: Product being dropped by retailers5

10. Distributors: Kroger employees don’t know they carry MBM

products4

Bottom Line: MBM major opportunities are the growing demand for organic made products, and Millennials’ need for variety (line expansion).

Bottom Line: MBM biggest threats are MBM jams/jellies are 2 to 3 times more expensive than it’s competition and Millennials prefer shopping in Target and other mass merchandisers.


five.appendix c 11

table 2. experience survey (client)

Marketing research objective: Conduct an experience survey with Mavis Linneman-Clark (Founder and Owner of Made by Mavis and The Delish Dish) to find out what she wants her customers to remember about her products and brand, how she comes up with the flavors and their names, where she sources her ingredients, and how she recommends using her jams.

Question Mavis Linneman-Clark (Founder and Owner of Made by Mavis and The Delish Dish)

Q1: Where do you get theinspiration for your flavors?

Her flavors are a reflection of all her experience and travels. Mavis wants to create flavors that share her many experiences with others.

Q2: Where do you get theinspiration for your names?

The names come from all of Mavis’ experiences as well. One cold winter day, she was dreaming of sunshine and she created “tropical thunder” that put a taste of sunshine into her mouth. Our unique flavor combinations will have you saying, “THAT'S MY JAM!”

Q3: Where do you source theingredients for your jams?

My artisan jams, jellies, syrups, and sauces are lovingly hand-crafted the old-fashioned way in a French copper jam pot from the finest ingredients and organic spices obtained from local sources.

Q4: How do you recommend usingyour products?

Our jams are a great pairing with your ordinary breakfast cereal, sandwich, chicken wings, or Chipotle burrito! Also enjoy them in cocktails or pair them with snacks you nibble on when enjoying a craft beer or wine. That’s their jam!

Q5: What do you want yourcustomers to remember about yourjams?

That MBM jams are not your traditional jam. Their jams offer bold, unique flavors made of organic spices and the finest ingredients, hand-prepared in small batches of 30 in old-fashioned way in French copper jam pots. Their jams, like Tropical Thunder, can literally put sunshine in your mouth even during the coldest days of the year.

Bottom line: Mavis combines her culinary experience and worldly travels for inspiration in her unique line of artisan jams. Her jams combine the finest quality, organic ingredients to deliver bold, creative flavors. Once you find one you like, you will be saying “That’s my jam!”

Methodology: Information obtained from a 30-minute experience survey of Mavis Linneman-Clark, an owner and founder of Made by Mavis, conducted and summarized by students in MKT 392 on October, 15, 2015.


five.appendix c 12

table 3. experience survey (target customers)

Marketing research objective: Conduct an experience survey with three target customers (Millennials) to find out what you believe would help you in making better recommendations (e.g., what they usually buy at [name of the place where you plan to make your observations], what their favorite meal and alcoholic drink are, how often they prepare their own meals, and what they like to eat with their favorite drink).

Question Customer #1 Customer #2 Customer #3

Q1. What do you buy most frequently when visiting the Kroger in Newport?

Beer, cigarettes Fruit for smoothies Deli meats, string cheese

Q2. What is your favorite alcoholic drink?

Corona Moscato wine martinis

Q3. How often do you cook atyour house?

3 times per week Every night At least every other night

Q4. What is your favorite snack while drinking your favorite alcoholic beverage?

Pretzels Pizza Potato chips

Bottom line: Millennials frequently visit Kroger to buy alcohol, chips/pretzels, and pizza. They purchase alcoholic drinks such as Corona or wine.

Methodology: Use this section to describe the methodology used to obtain the herein reported data. The methodology has to describe what method was used, who was interviewed (including where and when), how many were interviewed (sample size), and what was asked (ingeneral).


five.appendix d 13

table 4. observations (raw data)

Marketing research objective: Conduct a direct, disguised, structured, and human observation of 20 customers at Kroger in Newport to find out how they shop and what they buy.

Methodology: To conduct direct, disguised, and structured human observation of shoppers in jelly section in the Highland Heights Kroger between the hours of 5:00 and 6:00 pm Friday, October 30, 2015, to determine whether there are differences in shopping behaviors between Millennial and non-Millennial shoppers.

Person # Female

1=yes

Millennial

(1=yes)

Caucasian

(1=yes)College Student

(1=yes)

Dress

(comfortable=1,casual=0)

Smartphone

(1=yes)

Speed of choice

(slow=1, fast=0)

Product #1 Product #2 Product #3

1 1 0 1 0 0 0 1 white wine pretzels beer cheese

2 0 1 1 1 1 1 0 Sam Adams String Cheese Salami

3 0 1 1 1 0 1 0 Natural Light Grippos none

4 1 0 1 0 0 0 0 Apples caramel dip crushed walnuts

5 1 1 0 1 1 1 1 Hygiene products Hair spray deodorant

6 0 1 1 1 1 1 0 Coke left-over candy frozen dinner

7 0 1 1 1 0 1 0 Frozen pizza Sprite cheesy puffs

8 1 0 0 0 0 0 0 shirt eggs milk

9 0 0 0 0 0 0 0 bananas Rhinegeist none

10 1 0 1 0 0 1 1 steaks hamburger mashed potatoes

11 0 1 1 1 1 0 0 bread milk lunch meat

12 1 1 1 1 0 1 1 magazine Starbucks donuts

13 1 1 1 1 0 0 0 Bread pie creamer

14 0 0 0 0 0 0 1 Coffee creamer sugar

15 0 0 1 0 1 0 0 dog food mac n cheese cat food

16 1 0 0 0 0 1 1 brownie mix block cheese newspaper

17 1 0 1 0 0 1 0 frozen vegetables canned vegetables soup

18 0 1 1 1 1 0 0 potatoes onion bell peppers

19 0 1 1 0 1 0 1 broccoli bacon sausage

20 1 1 0 0 1 1 1 garlic bread spaghetti noodles coffee

Women Count 10 4 6 3 2 6 6

Men Count 10 3 2 4 4 6 8

%Women 50% 40% 60% 30% 20% 60% 60%

%Men 50% 30% 20% 40% 40% 60% 80%

Total Observed 20


five.appendix e 14

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Millennial

Caucasian

College Student

Dress…

Smartphone

Speed of choice-slow

Millennials in Kroger

Female % Male %

Marketing research problem: How do you make millennial shoppers aware of MBM jams and make them try one of them?

Marketing research objectives: Conduct observation of Millennial shoppers at Kroger in Newport to see their shopping habits, the use of smartphones, and how quickly they make their shopping selections.

Bottom Line: The majority of Millennials observed in Kroger makes very quick purchase decisions, are likely college students, and constantly utilize their smartphones in all aspects of shopping.


five.appendix f 15

1. Made By Mavis Artisan Canned Goods. (n.d.). Retrieved November 5, 2015.

2. The Delish Dish. (n.d.). Retrieved November 5, 2015.

3. Facebook logo. (n.d.). Retrieved November 5, 2015, from https://www.facebook.com/madebymavis/photos_stream?ref=page_internal

4. (n.d.). Retrieved November 5, 2015, from https://twitter.com/delishdishcincy

5. (n.d.). Retrieved November 5, 2015, from https://www.linkedin.com/in/stefaniekozlowski

https://www.facebook.com/madebymavis/photos_stream?ref=page_internal

https://twitter.com/delishdishcincy

Documents

MBM Final project